Industrial marketing management digital media optimization for B2B marketing

Krings, Werner (Framingham State University, USA) ; Palmer, Roger (Henley Business School, University of Reading, Henley-on-Thames, Oxfordshire, United Kingdom) ; Inversini, Alessandro (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

The role of digital media in B2B marketing has gained traction with academics and practitioners in recent years. However, a comprehensive framework about the use and value of these media has not been developed, leaving B2B experts uncertain about their effectiveness. In fact, whether or not digital media can impact the business development and marketing processes to achieve higher performance remains vague. Additionally, there is a paucity of research related to the impact of different media towards the enhancement of processes and outcome of marketing to generate opportunities. To provide guidance for practitioners, we consider marketing processes in the global software industry by researching practitioner experiences. We develop an assessment tool to identify and align marketing processes and digital media. This research attempts to explore and explain how digital media impacts the B2B business development process cycle at the conjunction of marketing and sales. The research tests a conceptual model by means of a cross-sectional survey of more than 530 practitioners. Our novel framework provides several contributions to knowledge and practice, defining marketing-related processes, and determining a set of digital platforms. By acknowledging the perspectives of vendors, third-parties, and buyers in a simultaneous study, we ensure optimal alignment.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2021-02
Pagination:
13 p.
Published in:
Industrial Marketing Management
Numeration (vol. no.):
2021, vol. 93, pp. 174-186
DOI:
ISSN:
0019-8501
Appears in Collection:

Note: The file is under embargo until: 2024-02-01


 Record created 2021-03-15, last modified 2021-03-26

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